Life Time
A New Year’s Wellness Campaign (that Felt Different)
Services
Campaign Development
Film Production
Editorial
Social Rollout
A New Year’s Wellness Campaign (that Felt Different)
Every fitness brand has something to say in January. Most go loud, some go snarky. Life Time went somewhere else entirely.
We created Ode to Joy, a New Year’s anthem built around feeling, not performance. Shot, edited, and positioned by Piranha, the hero film anchored a campaign that traded toxic resolution culture for something more human. It wasn’t about changing everything, it was about finding something real.
The result? A quiet standout in a loud season — one that nearly doubled reach and viewership across channels, and proved that joy resonates.
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